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Sampling bias occurs when certain members of the population are more likely to be included in the sample than others. This results in a sample that does not accurately represent the entire population. In the context of the newspaper survey, choosing the web survey means you may end up with results skewed by sampling bias. Since it's a voluntary survey, individuals who feel strongly about the issue might be more inclined to respond, which doesn't reflect a true cross-section of the population. To reduce sampling bias, it is crucial to ensure each member of the population has an equal probability of being chosen. This can generally be achieved through random sampling, as opposed to a self-selected group, which tends to distort perceptions and findings.

A representative sample is one that accurately reflects the demographics and opinions of the entire population. While conducting surveys, it is important to achieve this so that conclusions drawn can be generalized to the broader group. In this case, a properly executed random sample of 100 people, despite its smaller size, is more likely to provide a representative snapshot of public opinion on marijuana legalization compared to a non-random sample of 1000 from the web. The key lies in the sampling method – random sampling helps ensure that all population segments are included appropriately. Focusing on representation rather than quantity increases the reliability of survey results, aiding in making well-founded decisions based on data.

Survey methodology encompasses the processes used to collect data from respondents effectively. A sound survey methodology aims to reduce bias, achieve representativeness, and produce reliable results. In the newspaper's case, the methodology compares a cost-effective web survey with a random sample. While a web survey can reach many more individuals quickly and cheaply, it sacrifices the quality of insights due to lack of control over participant selection. Therefore, opting for the more expensive, yet scientifically solid random sampling method aligns better with methodological standards. The goal of survey methodology should always be to balance logistical constraints with the need to maintain accuracy and integrity in data collection.

Volunteer bias occurs when individuals who choose to participate in a survey have different characteristics than those who do not. This typically affects the validity of results, as volunteers in surveys, like the web-based one for marijuana legalization, might hold strong opinions or possess other specific traits that differentiate them from the general population. Such bias is problematic because it can lead to incorrect generalizations. To mitigate volunteer bias, random sampling is more effective. This approach randomly picks participants, preventing self-selection from skewing the data. As a result, volunteer bias should be a primary consideration when evaluating the reliability and applicability of survey findings.